Customer_BasedBrandEquity(基于客户的品牌资产)凯.pptxVIP

CHAPTER 2 CUSTOMERBASED BRAND EQUITYKevin Lane KellerTuck School of BusinessDartmouth College1 CustomerBased Brand Equity“The differential effect that brand knowledge has on consumer response to the marketing of that brand.〞Keller, 19932 CustomerBased Brand EquityDifferential effect Differences in consumer response Brand knowledge A result of consumers’ knowledge about the brand Consumer response to marketing Choice of a brand Recall of copy points from an ad Response to a sales promotionEvaluations of a proposed brand extension 3 Brand Equity as a “Bridge〞Reflection of past investments in t